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本科毕业设计（论文）网上购物顾客感知价值构成模型的研究与分析学院管理学院专业电子商务（管理方向）年级班别2005级（1）班学号3205005923学生姓名黄燕芳指导教师吕诗芸2009年5月摘要网上购物作为一种新兴的商业模式，与传统购物模式有很大差别，已经成为顾客关系管理理论界和企业界的研究焦点。区别于传统商务背景,网上购物顾客感知价值的构成因素有其内在特点。论文在对网上购物和顾客感知价值理论研究成果回顾和分析的基础上，认为网上购物顾客感知价值的核心是感知利得(PerceivedBenefits)与感知利失(PerceivedSacrifices)之间的权衡。使用问卷调查法，以有过网上购物经历的人为样本，经过大样本调查，对网上购物顾客感知价值构成的因素进行调查；通过对数据的收集，样本的描述和分析，得出相关数据，从调查数据结果中得出影响网上购物顾客感知价值利得与利失的几个因素，建立其模型，并对模型进行分析说明。结合理论解释和问卷调查研究结论，论文最后提出提升网络顾客感知价值的若干途径。关键词：网上购物，感知价值构成模型，问卷调查注：本设计（论文）题目来源于教师的校级科研项目，项目编号为：082047。AbstractAsanemergingbusinessmodel,onlineshoppingisverydifferentfromthetraditionalshoppingpatterns.Andithasbecomeastudyfocusofthetheoryofcustomerrelationshipmanagementandbusinessfields.Differentfromthetraditionalbusinessbackground,onlineshoppingcustomers’perceivedvalueofthecomponentshasitsowninherentcharacteristics.Thispapermaintainsthatthecoreofonlineshoppingcustomers’perceivedvalueisthebalancebetweenPerceivedBenefitsandPerceivedSacrificesonthebasisofrecallandanalysisofon-lineshoppingandtheresultsoftheoreticalresearchtothecustomerperceivedvalue.Usingquestionnairesandmakingasamplethatpeoplewhohaveexperiencesofonlineshopping,itinvestigatethefactorsthatconstitutedbyonlineshoppingcustomerperceivedvalueafteralargesamplesurvey;throughdatacollection,sampledescriptionandanalysisofdata,itobtainsrelateddata.Anditobtainsseveralfactorsthatdrawtheimpactofonlineshoppingcustomerperceivedvalueprofitsandlostfromtheresultsofthesurveydataandestablishesthemodel,analyzingandmakingadescriptionofthemodel.Withthecombinationoftheoryandsurveyresearchfindings,thepaperfinallyraisedseveralwaystoupgradethenetworktothecustomerperceivedvalue.Keywords:onlineshopping，constituteamodelofperceivedvalue，aquestionnairesurvey目录1绪论........................................................................................................................11.1研究背景...........................................................................................................11.2研究目的...........................................................................................................11.3研究意义...........................................................................................................21.4研究内容............................................................................................................22网上购物中顾客感知价值概述............................................................................42.1网上购物的相关理论.......................................................................................42.1.1网上购物的发展历程............................................................................42.1.2网上购物的概念与内涵........................................................................52.1.3网上购物的特点....................................................................................62.1.4网上购物存在的问题............................................................................72.2顾客感知价值的相关理论...............................................................................82.2.1顾客感知价值的概念与内涵................................................................82.2.2顾客感知价值的特性..........................................................................112.3顾客感知价值的构成要素.............................................................................122.3.1传统环境下影响顾客感知价值的因素..............................................122.3.2网络环境下顾客感知价值的构成要素..............................................133理论构思与研究方法..........................................................................................153.1网上购物顾客需求特点分析.........................................................................153.2理论研究构思.................................................................................................153.3调查问卷设计.................................................................................................163.3.1研究范围的界定..................................................................................163.3.2调查问卷的设计.................................................................................173.3.3调查对象的界定..................................................................................173.3.4问卷发放方式的说明..........................................................................183.4问卷统计分析.................................................................................................183.4.1分析方法.............................................................................................183.4.2样本描述.............................................................................................184网上购物顾客感知价值的构成模型..................................................................244.1问卷调查结果分析.........................................................................................244.1.1网上购物顾客感知利得数据分析......................................................244.1.2网上购物顾客感知利失数据分析......................................................274.2模型的构建与分析.........................................................................................314.2.1从问卷调查结果得出构成因素.........................................................314.2.2建立模型......................